The Secret To Writing Profitable Emails - Mick Meaney

Welcome 3

Create Raving Fans 4

The 'Admirable Spokesperson' 5

Module One: Elements 7

Backstory 8
Values 10
Parables 11
Flaws 13
Polarity 15
Vulnerability 17
Magic Powers 19
Secret Language 20

Module Two: Identities 22

The Leader 23
The Crusader 24
The Reporter 25
The Reluctant Hero 26

Module Three: Storylines 29

Loss And Redemption 30
Us vs. Them 31
Before and After 32
Discovery 33
Sharing Secrets 34
Third Person 35

Module Four: Shortcuts 37

Create Interest And Desire 37
Generate Bonding And Trust 38
Give Social Proof 38
Show End Results 38

Stay Connected 41
The Secret To Writing Profitable Emails - Mick Meaney

Welcome

On behalf of your ‘soon-to-be’ ENTHRALLED fans, thank you for your

investment.

I know you’ll want to print this out and take it somewhere quiet, pen in hand

so you can really focus and make notes as fresh ideas and inspiration strikes

while you’re reading this.

And you’re absolutely right to do that because your business deserves that

kind of attention to detail.

So to help you out, at the end of each module I’ve provided some handy

space for notes. But listen I know what you’re thinking and it’s not some

kind of sneaky ploy just to bulk out the number of pages in this book.

Without the notes, the actual number of pages comes to ​at least ​30 pages

of no-fluff, no-filler, 100% pure and valuable content.

Ok, so now everything’s fair and upfront? Great. Let’s get cracking…
The Secret To Writing Profitable Emails - Mick Meaney

Create Raving Fans

What if you could practically guarantee that not only your subscribers rush

to open your emails without hesitation, but they actually look forward to

them as much as they crave the next episode of their favorite TV show?

As you probably know by now, list building is THE KEY to growing your

digital business, but it takes a bit of time and effort to get all the pieces in

the right place. And most people aren't even aware of a fundamental

element that is so important, without it, an email list can often result in

failure.

So what I'm going to teach you right now can be used to improve your

relationship with your subscribers, turn them into raving fans and increase

your open rates, which can ultimately result in more sales.

The Secret To Writing Profitable Emails - Mick Meaney

The 'Admirable Spokesperson'

Today you're going to learn how to create an 'admirable spokesperson', a

persona or figurehead that your email list will engage with, respond to,

identify with, get to know, like, trust, admire and aspire to be like.

But a disclaimer; it shouldn't be a facade. The key thing here is to match

yourself with the elements that connect with your market, and if you can

legitimately embody it, then you'll create an immediate bond.

Being legitimate is key here, don't just make stuff up, people will see

through that, so instead find the parts of your personality, and the parts of

your journey, that align with your customers.

Your 'admirable spokesperson' will become their trusted advisor, a friendly

face they can rely on, and someone they know is fighting in their corner,

supporting them and encouraging them.

It's a persona that attracts customers and lets you build a following on any

kind of platform you can think of, YouTube, social media, email, it doesn't

matter what kind of technology you're using, and it doesn't matter what kind

of business model you use, you're creating a character who gets the same

results that people in your niche want to replicate.

It's the person they would rather be.

The Secret To Writing Profitable Emails - Mick Meaney

So where might you have seen this in action? Well, one of the most famous

examples I can point to is Jared the Subway guy. Before Subway shared

Jared's story, how he lost weight by eating their sandwiches, Subway were

just another run-of-the-mill fast food joints.

When Jared came along, the company suddenly had an 'admirable

spokesperson' that people could identify with, and aspire to be like because

if he could lose weight by just eating Subway sandwiches, then maybe they

could too.

Obviously this set the business apart from the competition, and

demonstrates the impact that using an 'admirable spokesperson' can have.

So there are three components you need to create your 'admirable

spokesperson'.

● Elements

● Identity

● Storyline

You need all three of these to make this work, but don't worry, it's really to

do.
The Secret To Writing Profitable Emails - Mick Meaney

Module One: Elements

Let's go through the first component, Elements.. which are broken down into

eight essential parts:

● Backstory

● Values

● Parables

● Flaws

● Polarity

● Vulnerability

● Magic Powers

● Secret Language

Now let's go through each and how you can use them.
The Secret To Writing Profitable Emails - Mick Meaney

Backstory

The first element of creating an 'admirable spokesperson' is to give your

persona a backstory.

This is vitally important if you want to become relatable to your audience.

When your followers know where you've come from, to know where you

started from, which just might happen to be a similar place to where they

are right now, then they will relate to you and want to follow you so they

can see similar results.

This is a hook, so if you create a path for people to follow, they will.

But your backstory has to be relevant to whatever problem you're helping

your audience to solve. So if you're selling weight loss stuff, then your

backstory would focus on the period of your life before you got in shape.

Now, what happens if you're in a niche that you don't have a backstory for?

Maybe you have limited experience or well, you're just in that niche because

the numbers look good and you're confident you can make a healthy profit?

That's ok too because you don't need any experience, you don't need a

background in your niche, you can just use somebody else's backstory

instead.
The Secret To Writing Profitable Emails - Mick Meaney

So the backstory doesn't have to be yours, but a backstory is essential.

It's another step in separating you from everyone else in your niche, a vital

component in making you more human.

For example, my backstory begins at a difficult time in my life when I found

myself trying to survive and get by as a lone parent, with a baby to look

after. It's like someone handed me this baby and said, ok now do your best

to raise him.

Now at the time the environment that we lived in wasn't comfortable, it

wasn't even warm, I mean the heating had been shut off for a while, so

there was no hot water, and some of my windows had been smashed by

roaming gangs.. and had to be boarded up with big sheets of wood. It was a

bad place to be.

I managed to get free Internet access, and started building an online

business but it was hard, it was just outright horrible. But I knew it wouldn't

be forever, and I knew it was the first step towards something better. And

that's because I believe in myself, and I believe in my ability to provide for

my son - he is my motivation, everything I do is for his benefit.

That's the funny thing about becoming a parent, your needs and desires

shift in a way that I wasn't expecting. For me, I stopped being a slacker and

got serious about things.

The Secret To Writing Profitable Emails - Mick Meaney

Values

In addition to your backstory, having clear and bold values that match your

audiences is essential.

What do they love?

What do they hate?

What are they striving for and why do they want it?

Drilling down into the why can give you a greater understanding of what

motivates your customers.

When you know what motivates them, on an emotional level, and mirror

those values and beliefs back to them, the bonding process will cement.
The Secret To Writing Profitable Emails - Mick Meaney

Parables

You have to repeatedly tell parables that reinforce your message.

Parables are short and easy to remember stories that teach a lesson. They

serve a purpose and help marketers to teach principles that we want

students to understand.

So think for a second, about a really great teacher you had.. or someone

who made a big impression on you and motivated you to learn something

new. Chances are, that person used parables... they probably told you

amusing and memorable stories.

Right, so how can you use this with you email marketing efforts? How can

your 'admirable spokesperson' use parables?

Well, if you look at the events in your life, even the small ones that most

people will overlook, think about the times that you learnt a lesson - maybe

in hindsight, but something that helped you to move forward in some way,

that helped you to progress, even if it's just a little bit.

An example I can give you, was about the time I met a guy called Mike.

Previously to meeting him, my online business had been established a few

years, was receiving tons of traffic everyday, traffic levels that most people

can only dream of, but the website was making next to nothing.
The Secret To Writing Profitable Emails - Mick Meaney

Mike had a little website with a fraction of the traffic I was receiving, but he

was earning a crazy amount from it. He had a great lifestyle, was living the

dream, had freedom and security, all the stuff that I wanted for myself and

my son. And that's when he told me about the importance of building an

email list. And as a result of meeting Mike, my approach to business

changed and I might not be here right now, teaching you, if I had never met

him.

So if you look through your life you will start to see times, occasions,

incidents, when something happened that you can use as inspiration for

parables.

And it's ok to draw parables from other people's lives too, if you can't think
of any of your own.

Right, next up you're going to learn how to use flaws.

The Secret To Writing Profitable Emails - Mick Meaney

Flaws

Ok this one is really important but a lot of people can't get to grips with it.

For some people it can be uncomfortable to draw attention to your flaws,

especially publicly.

I'd encourage you to do your best with this because it will make you more

real in the eyes of your audience, it makes you three dimensional, it makes

you relatable.

I mean think about your favorite TV shows, or a great movie you really

enjoyed, think about the novels you might have read. The best characters,

the most relatable ones are all flawed in some way.

I'm a massive Batman fan.. I look to those comic books for inspiration and

enjoy them immensely, and all the more because Batman is a flawed

character, he has a self-destructive streak that occasionally limits is ability

to become a hero.

Another example, and one of my own flaws is that I make mistakes.. lots of

mistakes. I'll often rush into things without giving it the proper

consideration, and end up wasting time as a result.

I'm frequently lazy and I procrastinate too much, I'll give up on things too

easily something, often before putting in the right amount of effort to

actually see it through.

The Secret To Writing Profitable Emails - Mick Meaney

Other times I just flat-out forget to do important things... I mean recently I

completely forgot a key part of my marketing strategy, which is to

pre-launch things like a forthcoming video or blog post, and the more you

get to know me, the more of my content you consume, the more you'll see

mistakes - and maybe you'll learn from those too.

We all have flaws that we tap into. Think about the ones that are relevant to

you and how they can be applied to your audience, match them up.

When people see that you're not perfect, they can relate to that because

they're not perfect either.

Now, next up we polarity.

The Secret To Writing Profitable Emails - Mick Meaney

Polarity

A common problem I've seen is the desire to remain neutral and an

unwillingness to rock the boat. Most people want to be liked by EVERYONE..

but this only results in a boring, unremarkable and forgettable experience

for your audience.

When you're trying to please everyone you end up reaching noone.

So instead, share your opinions on the issues that matter, and own them.

Take a stand for what you believe in.

Your aim here is to split people in three groups; the people who agree with

you, the people who are neutral and the people who disagree with you.

You'll attract haters, but you'll also create raving fans in the process.

To find your opinions, start with the things you care about.

For me, I care about making sure my students get the best possible

information, at least the best that I'm capable of producing for them, so they

can get the results they want. And as a result I'm incredibly selective about

the types of people that I allow to access my students.

I don't allow people that I don't know or trust to communicate with my

students because I don't want anybody I can't personally recommend to

pitch in front of my students, regardless of what kind of commision they

The Secret To Writing Profitable Emails - Mick Meaney

offer me for the privilege. I cannot be bought like that and I don't care who I

offend in the process of refusing their offer.

This is evident by the fact that I absolutely refuse to deal with anybody from

the sleazy world of the 'get rich quick' scams that are lurking everywhere in

the digital marketing industry.

And yes, I do call them scams because if anybody is promising you results,

when they don't know your precise skills, motivation, determination or

experience - and even if they do know that stuff, it's still virtually impossible

to make any kind of guarantee.

These people prey on the ignorant and the vulnerable, they peddle lies most

frequently to the people who need money the most, but have the least to

spend.

That's my belief, and it's unshakable. And yes, it upsets a lot of people, but

the people who know me, then ones who value my content and support what

I'm doing, they are the voices I listen to, they're the only ones who matter

and that makes haters irrelevant.

So when you overcome the reluctance to, or even fear of offending people,

you open yourself up to people who will absolutely become your raving fans

and buy your products.

The Secret To Writing Profitable Emails - Mick Meaney

Vulnerability

Vulnerability is sometimes hard to define and this is an element that I’ve

never heard a marketing expert talk about, but it allows us to connect with

people in a deep way.

In fact, if you’ve followed everything I’ve showed you so far, you will already

be displaying your

Displaying vulnerable is having the courage to take a risk, to say something

without being sure of the reaction.

Vulnerability is not knowing if we’re good enough. Thinking we might not be

good enough to make more money, to lose weight, to end an addiction.

Look at your audience and think about their vulnerabilities. Whatever it

might be, draw out the aspects of your personality and match them to your

audience.

You can use all previous elements to display your vulnerability and weave it

through your backstory, into your parables, you can use it to highlight your

flaws and use it to polarize.

Your 'admirable spokesperson' will have felt vulnerable, but summoned up

the courage to take a risk, and then see it pay off.

The Secret To Writing Profitable Emails - Mick Meaney

An example I can give you… when I first started out, I didn’t have a choice

in becoming a lone parent, but I DID have a choice about how I wanted to

raise my son.

My options were, continue working 9 to 5 for a digital marketing firm while

somebody else looks after my son during the day. Or I could leave that

career and make sure he’s raised properly.

Obviously I chose the second option, and that involved taking a huge risk…

and eventually it paid off, and turned out to be the right decision, even if

there were a few bumps in the road along the way.

I was in a vulnerable situation, and had to work hard to get out of it.

So here you can see how previous elements come into play.

Ok, great. Let's leave things here for the moment and carry on in the next

module, where you're going to learn the four types of 'admirable

spokesperson' you can use to build a fantastic, and profitable relationship

with your audience.

The Secret To Writing Profitable Emails - Mick Meaney

Magic Powers

This is the opposite of your flaws, the thing that makes you great.

It could be the way you achieve whatever result you’re audience wants.

Think about what’s unique in the way you do business, the way you market

yourself, there will be something that stands out different than anyone else

in your market, and you can use it to get superb results.

This is your magic power, and why they should follow you above anyone

else.

It’s important to be humble, so leave your ego at the door.

You might be the best personal trainer in the world, but by acting like a diva,

or showing off, or self-importance will immediately turn people away. It’s

unattractive.

Keep your magic power relevant to your customer’s needs at all times, only

mention when showing how you will benefit them.

If you’re stuck, or promoting affiliate products, you can use other people’s

magic powers.
The Secret To Writing Profitable Emails - Mick Meaney

Secret Language

Every group of people of significant size will have their own vocabulary, to

some degree.

It’s a way that we can subconsciously identify members of the same group.

This element has evolved within us over thousands of years.

Look through forums, blogs and social media groups in your niche and you

will see a wide range of acronyms that, to anybody outside the niche, would

be meaningless.

Do use this secret language in your stories, but not too much.

You don’t want to alienate newbies, so only use it to demonstrate that you’re

part of the group, and someone who knows what they’re doing.
The Secret To Writing Profitable Emails - Mick Meaney
The Secret To Writing Profitable Emails - Mick Meaney

Module Two: Identities

So once we have all the right elements in place, your ​'admirable

spokesperson' needs an identity, and there are four to choose from.

Once you’ve chosen your identity, you’re not locked in forever and you are

free to change the identity as you progress and become more proficient in

your niches.

These are the identities that tend to work best for digital marketing.

● The leader

● The crusader

● The reluctant hero

● The reporter

Whichever archetype you choose is a personal choice and the right one will

become obvious to you when you see it.

Let’s go through each of these in more detail now.

The Secret To Writing Profitable Emails - Mick Meaney

The Leader

The leader identity is a good role to assume if you’ve already achieved

whatever it is your audience wants to achieve.

If you intend to take your subscribers on a journey, from one place to

another, then consider using the leader persona to help you to

communicating more effectively.

Because the leader’s background will have a similar background to the

audience, the path they are taken on will have similar hurdles and pitfalls.

The leader will know how to navigate around these to help your audience

arrive at the same destination and get the same results.

The Secret To Writing Profitable Emails - Mick Meaney

The Crusader

Now, the crusader is not an expert, he doesn’t have all the answers but he is

prepared to go out and find them.

When he finds things that work, he brings the information back to his

audience so they can benefit from his hard work.

This persona is different to the leader because he doesn’t take the audience

on a journey, he goes out and finds what works, and then shares it.

This could be a good option for you if you’re still in the process of trying to

achieve the results that your audience want for themselves.

The Secret To Writing Profitable Emails - Mick Meaney

The Reporter

This is another good option if you’re still trying to achieve the same results

that your audience want.

The reporter is looking for the truth, he’s looking to uncover strategies and

ideas that work, and he’s sharing his investigations with you.

This is a good option if you’re new to a niche, or you don’t feel you have

adequate knowledge to position yourself as an expert yet.

One tactic of the reporter is to interview industry experts and share their

knowledge with your audience.

This is an approach I first took in 2004, interviewing high profile people in

my niche and it’s a habit that I still continue today. While I don’t use the

reporter archetype, I still occasionally interview experts so my students can

get a fresh perspective on things.

Remember, when you’re interviewing people in your niche you’re opening up

your email list to a potential competitor, so choose wisely and make sure

they treat your subscribers with respect.

The Secret To Writing Profitable Emails - Mick Meaney

The Reluctant Hero

The final identity is the reluctant hero, and this is the one I identify with the

most.

This identity doesn’t really want to be in the spotlight, and doesn’t want too

much attention. He prefers the focus to be on the results and the methods

that he shares, rather than on himself.

He knows he has important things to share, and he battles his own shyness

to do so.

This is especially true for me.

It took me a long time to step into the spotlight, and I’ve only done so

because despite attempting to write scripts and hire actors to play the part,

nobody can get my message across in the way that I need to.

In fact, I first started playing around with the idea of video in 2008 -

repeatedly shooting and reshooting an endless series of short videos

explaining how to get good results from a website.

I think it wasn’t until around 2012 that I first released anything to the

general public. Every video I shot, and I recorded ​hundreds, were almost

instantly deleted.
The Secret To Writing Profitable Emails - Mick Meaney

But I don’t believe that I wasted four years, in fact I think they benefitted

me immensely and gave me the confidence to stand in front of you today, to

shoot ​and release videos anytime I need to.

Sure, I still get uncomfortable at times but I remind myself that my students

deserve to know my strategies and techniques.

So if you’re apprehensive about being the centre of attention, the reluctant

hero is the perfect identity for you.

The Secret To Writing Profitable Emails - Mick Meaney
The Secret To Writing Profitable Emails - Mick Meaney

Module Three: Storylines

Think about the importance of stories.

Since we acquired the ability to speak, we have used stories to communicate

and to educate.

We are hardwired to learn through storytelling, it’s almost part of our DNA.

Here, we have six types of storyline to choose from. They are:

● Loss and redemption

● Us vs. them

● Before and after

● The discovery

● Sharing secrets

● Third person

Every storyline is designed for a specific purpose, and you can use them in a

wide range of formats; email sequences, videos, sales letters, blog posts,

podcasts and ebooks.

Let’s go through each one so you can decide which is best for your current

situation.
The Secret To Writing Profitable Emails - Mick Meaney

Loss And Redemption

Loss and redemption stories demonstrate how we can lose and regain

wealth, status, health or almost any other situation.

It positions you as the underdog.

Think about what’s relevant to your niche, what your audience desires.

A format for this storyline could be:

I was living the dream life and everything was perfect. Not a cloud in

the sky. Then out of nowhere ______ happened and it turned my life

upside down.

I had to fix ______ fast, and improve the situation for ______.

Little did I know at the time, but _________ turned out to be a blessing

in disguise and eventually I achieved _________.

Now things are very different, I’m successfully _________.

I’ll show you how, so you can do it too.

That’s a shot example, so draw out events in your past, or someone else’s

past that can you use for this storyline.

The Secret To Writing Profitable Emails - Mick Meaney

Us vs. Them

These kind of storylines are great for polarizing your audience.

It also gives your audience someone or something to blame for their lack of

success.

Personally, I would avoid blaming individual people the way politicians do,

and instead blame situations, values or ideas.

This also plays into the dissociative element of group think and can help you

to create raving fans. Your aim is to highlight an enemy to your group.

Make it clear how the enemy benefits from ‘our’ suffering.

Read more about the dissociative element here​ and how polarizing your

audience is a smart thing to do.

I personally use this storyline frequently, as you probably know. I despise

the sleazy ‘get rich quick’ crowd - I never mention anyone by name, it’s the

tactic I dislike and I understand why individuals sell stuff in that way, but I

only want students who understand that it takes time and effort to build a

strong, profitable business.

That’s my line in the sand.

The Secret To Writing Profitable Emails - Mick Meaney

Before and After

These are stories of transformation.

Look at how these are used in the weight loss market. Before and after

pictures clearly show the progress that’s made and end results that people

can achieve.

You could tell a story of how you were unsuccessful, then you discovered a

product, a method, a loophole, or whatever it is you’re selling, and explain

how that transformed your life.

While these stories are simple, they are powerful.

The Secret To Writing Profitable Emails - Mick Meaney

Discovery

Discovery storylines are fantastic if you’re doing webinars because they

allow your audience to take a peek into your world as you provide a solution

to their problem.

The discovery storyline help people to believe the answers they want are

within reaching distance.

You have to see this, it’s a brand new method I’ve just discovered and

while I was skeptical at first I gave it a shot and I achieved ______, you

have to try it for yourself!

The Secret To Writing Profitable Emails - Mick Meaney

Sharing Secrets

Secrets are a powerful psychological hook. They trigger curiosity and

storylines of this nature are a favourite for most marketers.

They are also very simple to create, in fact a single line can achieve great

results.

Give them part of the solution, but keep the rest secret - but tell them they

can access it if they take a desired action, like buy your product.

There are three different types of secrets to share:

● Long lost secrets

● Insider secrets

● Shocking secrets

A powerful strategy could be to combine this with the ‘us vs them’ storyline

to create a “by learning this secret, you’ve become one of us”.

This implies that if they don’t buy, the are playing into the enemy's hands.
The Secret To Writing Profitable Emails - Mick Meaney

Third Person

Your customers will achieve success as a result of using your products, so

make it a point to use their stories throughout your marketing campaigns.

These are effectively testimonials with extra oomph.

And they pack a punch.

This kind of social proof will help you to convey the full benefits of your

products, even if you’re marketing affiliate products, and will allow you to

create believability.
The Secret To Writing Profitable Emails - Mick Meaney
The Secret To Writing Profitable Emails - Mick Meaney

Module Four: Shortcuts

Now that I’ve given you the complete picture, and you understand the entire

process, here’s a simplified version if you want to get started right now.

● Create interest and desire

● Generate bonding and trust

● Give social proof with testimonials

● Show end results of product

Create Interest And Desire

This is the main purpose of your backstory, so list out the things that your

audience wants, they will be the same things that you wanted when you

started out. Talk about how it made you feel, not being able to achieve the

results you wanted.

And then tell your audience what it was like when you achieved success.

Paint a picture for them, let them imagine it for themselves, let them dream.
The Secret To Writing Profitable Emails - Mick Meaney

Generate Bonding And Trust

This is where you can polarize your audience and draw a line in the sand.

You also have the opportunity to show one of your flaws and talk about your

values.

Again both your polarizing statement, your flaw and your values should all

match your customer’s.

Give Social Proof

The best source for social proof can be found in testimonials from your

customer’s.

Most people who are pleased with the results they’ve achieved will be happy

for you to to share their story.

People like people who are like them. So be selective about the testimonials

you share.

Show End Results

There’s only one reason people have subscribed to your list, at least at the

start, and that’s because they believe you can help them solve a problem.
The Secret To Writing Profitable Emails - Mick Meaney

So show them the end results, show them what it’s like AFTER they’ve

achieved those results.

You might also consider showing them a demo of the product, what it can do

and how they can use it.

This gives them a feel for things, and allows them to imagine a life beyond

their current situation.

The Secret To Writing Profitable Emails - Mick Meaney
The Secret To Writing Profitable Emails - Mick Meaney

Stay Connected

Your education is important, and I know how valuable fresh inspiration and

new ideas can be.

So for that reason I’ve created a heap of stuff to keep you the right track.

Subscribe to my email list and get new strategies every week

Join the private Facebook Group and get exclusive content

Follow me on Twitter and get blog updates

I hope you’ve enjoyed this ebook as much as I’ve enjoyed making it for you.

Catch you soon,

Mick